WPA2004, 2-Day Publishing ConferenceStriving for Excellence:
Increasing Productivity
& Profitability
Renaissance Hotel-Los Angeles Airport
April 22-23, 2004
New Business Acquisition
Developing a Strategy
Making the Most of What You’ve Got
Developing a Strategy
How to Best Analyze Your Sources
Tips and Tricks to Testing
Setting up Your Source Mix
How to Best Analyze Your Sources
Generate an apples-to-apples comparison
Paid Publications use net revenue/copy
Controlled Publications use cost/order
Tips and Tricks to Testing
5 Do’s and Don’ts for Testing
Do…
1. Test only one graphic element at a time.
Each segment should have one singular variation
Don’t leave yourself wondering if the package did
better because of the new size or the different
color.
Do…
2. Test entirely new packages.
Throw rule #1 out the window when testing new
packages.
O.K., maybe not all the way out the window.
Do…
3. Conduct more than one test at a time.
Two tests create four splits.
Three tests create eight splits…it’s exponential!
Do…
4. Test groups in disproportionate numbers (also
called back testing)
Use this trick when the test is a formality and you
just want to know the impact.
…or when your publisher has already decided
what wins (like with a price change).
Do…
5. Use net revenue/copy as the final gauge
Net revenue/copy or cost/order are tempting
alternatives, but they don’t take into account
term.
Don’t…
1. Don’t measure results across time frames
Only compare your List A results from January
against your List B results from January.
If you must compare list results mailed at different
times, establish a baseline.
Don’t…
2. Don’t confuse effort results with series results.
When testing an individual effort within a
series, measure the results of the series, not
the test.
Don’t…
3. Don’t be afraid to set up a test yourself.
Leave big, complicated promotional mailings to
the experts, but if you’re on a shoestring
budget and running using an in-house list, you
can split it yourself.
Don’t…
4. Don’t limit testing in new business promotions
to previously used lists only.
If you’re testing against package fatigue, limiting
the test groups in this way favors the new
package.
Even if you’re using the 80/20 rule of list
selection, your results will be skewed toward
the reaction of 80% who may have seen your
control package.
Don’t…
5. Don’t pay too much attention to test results from
small sample sizes.
You can still test, but know that your levels of
confidence shrink with the total response you
receive.
Use statistically insignificant results only to
determine what to test next.
Setting up Your Source Mix
See separate spreadsheet.
Making the Most of What You’ve Got
Lead Generation
Maximizing Your Pay-up
Circulation Myths Dispelled
Lead Generation
With list universes shrinking, direct mail response
plummeting, and no viable substitute sources, where
does one turn?
The best new list ideas might be internal
Point of Contact Database Marketing
Trap all customers and potential customers as they
call, e-mail, or visit your website.
List Building Ideas
1. Back issue purchasers. Set up your customer service
so these orders are trapped in a database. Utilize it!
2. Ancillary product purchasers.
3. Trade show, conference, seminar attendees.
4. Your bad pay file…yes, this works…especially in
conjunction with a direct mail voucher package.
5. Website visitors.
6. Advertisers and their prospects. Their reaching your
audience. Are you reaching theirs?
7. Re-mailing to twice-rented names.
Maximizing Your Pay-up
•Timing
•Text tips
•Response devices
•Other tricks
Timing - Factors to Consider
Crossing in the mail (more space
between earlier efforts)
Timing of fulfillment updates
Mail class (use standard A for
bills, not renewals)
Critical urgency with first
invoice, especially for telemarketing
and low-decision driven direct mail
Text and package tips
Good envelope teasers:
Here’s the Invoice you Requested
2nd Notice (numbering efforts is a bad idea for
renewals but a good idea for invoices)
Attn Postmaster: Do not forward unless addressee
has filed an authorization change of address form.
If undeliverable, please handle in accordance with
U.S.P.S regulations
Text and package tips
Text copy:
Generally, the urgency increases as the series
progresses (corresponds with timing?)
Key phrases and general themes by invoice #:1. Thank you for your order.
2. Are you enjoying your subscription? Did you receive our invoice?
3. In order to avoid an interruption in service...
4. Reinstate your service.
5. It’s come to my attention… (from the CFO/Controller)
6. Failure to pay may result in further collection activity.
Response Devices
Use a CRE, not a BRE
Include a return address on the
invoice (especially for B to B pubs)
CRE is big enough for invoice, but
also big enough for a check
Other Tricks
Attached bills
Order acknowledgement postcards
(especially for telemarketing orders)
Renewals at birth
Circulation Myths Dispelled
Myth #1: Don’t lower your renewal
price at the end of the renewal
series. You’ll train subscribers to
wait for a better offer.
Revision: Would you rather have
trained subscribers or former
subscribers.
Circulation Myths Dispelled
Myth #2: Your telemarketing
company is doing their best because
you are paying them per sale.
Revision: Don’t count on your
telemarketing company to be self
motivated. Track their sales and
monitor performance regularly.
Circulation Myths Dispelled
Myth #3: The promotion that yields
the most long term subscribers
increases your circulation the most.
Revision: Be aware of “the churn.”
Circulation Myths Dispelled
Myth #4: Test, test, test. Test
something with every new business
package.
Revision: Don’t test for the sake of
testing. Circulators don’t have time
to do everything. Focus on tests that
would yield the greatest results.
Guard your time against big, fruitless
ideas.